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Much Love Initiative set to feature unique items from businesses throughout Western New York
Embark Craft Ciderworks Beverage Manager Kaiden Davis debuted the Much Love Initiative this month, an Initiative created to raise funds and awareness for Mental Health Research. Spanning businesses throughout the service industry, this Initiative has produced several offerings in February, with more planned in the coming months.
The Much Love Initiative was created after the untimely passing of Davis’ father in September. “My Father was fighting a fight no one ever knew about.” Davis states, “This initiative was created to remind people that it is okay to not feel okay, it is normal to have valleys in your life. No matter what, we want each and every person who sees this effort to know we value all of you, and want you here on this earth for a long time.”
Embark’s even created their own innovative cider for this initiative, a Cranberry Mango extra fruited cider that sold its first run very quickly and starting raising funds for the cause. Embark has also teamed up with businesses from throughout the region, including breweries such as Mortalis Brewing Company of Avon and Aurora Brewing Company of Kings Ferry, as well as Chick Magnet and Tacodero, two Rochester restaurants who have featured unique one-off food items benefitting local mental health research charities. The concept of the collaboration is to create an item that showcases two flavors that wouldn’t normally be paired together.
“Going into [Feb 20] we have done $500 worth of Much Love” Riley Christiano, part owner of Chick Magnet exclaims. “We’ve received great reviews on the sandwich, a lot of people want to see it on the permanent menu.” The Much Love Chick, as the team from Chick Magnet has branded it, features a Fried Chicken breast sandwich, topped with a sweet and spicy apple slaw, sharp NY cheddar, and served on cinnamon Texas toast. Chick Magnet will be donating all of the money earned from their offering to MEG’s Gift, a mental health charity started in Penfield, as well as the Mental Health Association of Rochester. Starting July 14th and running to the 23rd, Embark Craft Ciderworks will also be hosting Much Love Week at businesses throughout Rochester. This week will feature pairing dinners, trivia nights and other special events unique to the Much Love Initiative. Interested businesses are encouraged to reach out to Kaiden Davis at kaiden.davis22@gmail.com for more information regarding the universal collaboration, as well as Much Love Week.
